[CLOSED] Vision Zero – Education campaigns (Graphic design)

The Office of Transportation & Infrastructure Systems (OTIS) is seeking quotes for proposals to support the development of Vision Zero educational and awareness campaigns. The selected vendor will support with two key education and awareness campaigns:

  1. Bicyclist Safety Education: This effort will focus on educational messages for bicyclists in support of specific Vision Zero engineering projects. Thiseducational campaign’s targeted audience is cyclists. A successful respondent shall have—or have a team arranged with—expertise in high-visibility advertisement design and messaging. Creativity is a must.
  2. Safety Six Driver Education Campaign: Safety Six is a traffic safety enforcement effort that will focus traffic safety enforcement on the six most dangerous driver behaviors. This campaign’s targeted audience is drivers.A successful respondent shall have—or have a team arranged with—expertise in photography and high-visibility advertisement design.

Each year in Philadelphia, almost 100 people are killed in traffic crashes. Four of ten are pedestrians and, every day, four children are involved in traffic crashes in Philadelphia. In response to these statistics, Mayor James F. Kenney signed Executive Order 11-16 on November 7, 2016, creating the Vision Zero Task Force.

Through an equitable approach to engineering, education, traffic safety enforcement, fleet management, and policy, Vision Zero in Philadelphia will build on the City’s traffic safety efforts, with the goal of reducing all traffic-related fatalities and serious injuries to zero by 2030.

On September 28, 2017, the City of Philadelphia released the Vision Zero Three-Year Action Plan, outlining strategies to reduce the number of deaths on Philadelphia streets in the Vision Zero program’s first three years (September 2017 – September 2020). By adopting Vision Zero, the City of Philadelphia joins cities around the world in declaring that traffic crashes are not accidents; they are preventable incidents that can be systematically addressed.

Proposals must be under $32,000, and firms should demonstrate how they will successfully deliver the following two tasks.

In support of the Vision Zero engineering projects with new bicycle facilities, OTIS is seeking creativity and support to design an educational campaign for cyclists. The selected vendor shall support with messaging and design of creative educational ads that supports bicycle safety.

Design support will be required for key cyclist education campaign pieces, which may include, but may not be limited to:

  1. Untraditional/creative signs that are installed adjacent to bicycle facilities or on the surface of bicycle facilities.
  2. Successful creative designs shall be low-cost, simple to install, and pop-up in nature.
  3. Successful creative designs shall be transferable across projects/locations.
  4. Traditional signs, such as transit shelter ad panels.

All deliverables must be made available in both the original, pdf, and Adobe format to the City. Printing of literature, translations, and ad purchases will not be part of this request; they will be managed separately. All materials produced will become the property of the City.

In support of the Vision Zero Action Plan’s Enforcement strategies 1.3 and 1.4 and Education strategies 1.12 and 2.1, OTIS is seeking a company to support photography and design layout of Safety Six campaign advertisements. The City will provide the campaign messaging, but the selected vendor shall support with professional photography and design layout.

1. Provide professional photography to support Vision Zero Safety Six campaign. Photography may include both streetscape and portrait photography.

  • Successful applicant shall demonstrate proven ability to recruit participation of diverse Philadelphians—by age, race, and gender—in support of media campaign.
  • Successful applicant shall be willing to travel to Philadelphia neighborhoods to capture photographs that are representative of Philadelphians.

2. Use tagline and information provided by the City to create ad design for educational messaging that supports Safety Six campaign. Design layout support will be required for key campaign pieces, which may include, but may not be limited to:

  • Transit shelter ads;
  • Exterior bus ads (bus tails and/or bus side panels);
  • Window posters for residents and businesses;
  • Educational palm cards or tri-fold brochures to be issued to drivers by Philadelphia Police Department in conjunction with citations;
  • Educational Safety Six flyers to be distributed to public at large;
  • Digital graphics suitable for sharing on Facebook and Twitter.

Creative design should be suitable for messages translated in Spanish, Chinese, and other languages as deemed fit. OTIS will provide translations.

All deliverables must be made available in both the original, pdf, and Adobe format to the City. Printing of literature, translations, and ad purchases will not be part of this request; they will be managed separately. All materials produced will become the property of the City.

The City and selected vendor will work together to define a scope of work to complete both Task 1 and Task 2 that will be comprised of two phases—Phase 1 (deliverables due no later than April 30, 2018) and Phase 2 (all final deliverables due no later than June 30, 2018). Selected vendor should expect to complete elements of Task 1 and Task 2 in Phase 1 and Phase 2.

Successful respondents should be able to meet the following proposed deadlines:

March 12, 2018 Notice of City’s request for services distributed
March 16, 2018 (5PM) Questions to due electronically to
March 19, 2018 (5PM) Answers posted
March 21, 2018 (5PM) Proposals due electronically to Charlotte.Castle@phila.gov
March 23, 2018 (5PM) Successful company notified
April 2, 2018
(Week of)
Kick-off meeting
April 30, 2018 Phase 1 – Deliverables due
June 30, 2018 Phase 2 / All final work provided to OTIS

OTIS will provide all details about Vision Zero, existing Vision Zero branding, Safety Six, and any necessary information to assist with the planning and design of the campaign. Proposals are due by 5PM on March 21, 2018, and must be provided electronically to Charlotte Castle, Vision Zero & Neighborhood Programs Coordinator, City of Philadelphia Office of Transportation & Infrastructure Systems (OTIS), at Charlotte.Castle@Phila.gov. All questions must be submitted via email to Charlotte Castle by March 16 by 5PM. Responses will be provided to all questions via email on March 19, 2018 by 5PM.

Proposals must include:


  • Name, address, and telephone number of firm.
  • Description of Provider (corporation, sole proprietorship, partnership, consortium) and year formed.
  • State if the firm is qualified to do business in the Commonwealth of Pennsylvania and the City of Philadelphia. Include all that apply:
  • Federal tax identification number;
  • City of Philadelphia tax identification number;
  • City of Philadelphia business license number.
  • Name, title and business address of persons to whom communications respecting this activity should be directed, if different from above.


Complete the following information:

  • Provide a general statement describing the firm, its size, number of employees, hours of operation and primary business areas.
  • Provide a description of the firm’s experience performing similar size/type projects for similar size/type clients. Include dates, locations and scale of these services. Provide contacts for 3 recent (within the last 3 years) clients for whom the firm has performed similar work.


  • Describe the staffing plan for this project, and hiring plan, if necessary. Please provide training and experience qualifications for each individual.
  • Indicate the proposed timeline for completing the project for anticipated project tasks, including completion, and any key dependencies.


  • All applicants must demonstrate their knowledge and understanding of the project.
  • All applicants must explain why they are qualified to perform the work required.


Proposals must be under $32,000.



  • Question: We would like to know if the printing and installation costs for the signage, transit shelter ads, exterior bus ads, brochures, posters, etc. will be included in $32,000 proposal budget or if it’s separate?
    • Answer: Any costs associated with standard-sized printing, as well as transit shelter ads and exterior bus ads, will be covered by the City. Installation costs will be covered by the City.
  • Question: This specific RFP seemed to focus a lot on outdoor advertising or transportation, which makes sense due to the nature of the campaign & the target audience. However, I am wondering if television, digital, or print (magazine, newspaper, etc.) concepts are going to be considered as well?
    • Answer: City does not have budget associated with TV, magazine/newspaper ads. The City encourages applicants to think creatively about social media campaigns. Equal priority should be placed on creative development of transit shelter ads and other described print media ads.
  • Question: Can you share with me the tenor or tone of the campaign’s message at this point?
    • Answer: The Vision Zero Action Plan and VisionZeroPHL.com are good examples of Vision Zero’s tone. The City of Philadelphia’s Vision Zero efforts recognize that a person’s chances of surviving a crash decrease dramatically if they are involved in a high-speed crash. At Vision Zero PHL’s foundation is the message that “slowing down saves lives.”
  • Question: I have done some background research on other driver/biker safety advertisements and they tend to be very dark or fear-based, and I’m wondering also if you can share data on the effectiveness of those kinds of communications?
    • Answer: The City of Philadelphia recognizes that messages targeting drivers need to take a serious tone. Safety Six driver behaviors result in the most serious crashes that can result in death / severe injury. A fear-based tone for messaging targeted at drivers may be appropriate in certain contexts.Conversely, the City of Philadelphia wants to encourage people to walk and bike, not to scare our residents from doing so. Walking and biking promote good health of Philadelphians and for our environment.Ads geared toward general audiences (ie., transit shelter ads) should be factual and approachable. The City of Philadelphia is a proud member of the Vision Zero Network. For examples of Vision Zero campaigns, review information posted on https://visionzeronetwork.org/resources/.
  • Question: Will we have access to Mayor Kenney, Michael DiBerardinis, Richard Ross, Michael Carroll, or any of the other city representatives who pledged to be a part of this program? For photography, quotations, or inspiration.
    • Answer: Should the Cproject team determine that the ad campaigns will benefit from the presence of these City officials, we will coordinate their availability.
  • Question: I did not see any mention of video production or event-based concepts. Are you willing to consider those kinds of initiatives?
    • Answer: Yes. The City of Philadelphia welcomes content that can be shared on social media, including video.
  • Question: Are you interested in engaging influencers within the biking or fitness community of Philadelphia for promotion, amplification, or paid sponsorships?
    • Answer: No, this is out of scope for this project.
  • Question: Are you interested in us bringing sponsors to support your mission? For example, in San Francisco’s Vision Zero they got Ford Motors to support the bike-share effort. An auto insurance company. Bicycle brand. That sort of thing.
    • Answer: Sponsorship is out of scope for this project.
  • Question: For Task 1, could you please provide a little more information about the bicycle facilities?
    • Answer: While details on future bicycle facilities have yet to be released, a recent example is the Chestnut Street Transportation Project. A successful applicant will identify effective, impactful ways to convey safety messages to bicyclists using the project.
  • Question: Similar to Task 2, will all copy be provided by oTIS for task 1?
    • Answer: No, oTIS will not be providing copy for Task 2.
  • Question: Are you expecting the vendor to provide approaches or designs as part of the proposal?
    • Answer: Yes.
  • Question: What is expected to be delivered at phase 1?  Is it just draft concepts for your review and our subsequent revision, or is there a finished deliverable for either task that needs to be completed by this date?
    • April 30, 2018. The City and selected vendor will work together define a scope of work to be complete both Task 1 and Task 2 that will be due as part of Phase 1.
  • Question: We understand that production will be part of a separate scope. However, is the agency accountable for supplying a vendor for producing the outdoor collateral/creative signs?
    • Answer: No, the City policy requires a separate competitive bid be issued related to additional collateral/creative production that cannot be produced in-house.
  • Question: Will we know the budget for production to help guide our design approach
    • Answer: The City will work with the selected vendor to define scope. However, the successful creative Task 1 designs shall be low-cost, simple to install, and pop-up in nature.
  • Question: Are there any limitations in what materials are used for the creative signage?
    • Answer: Successful creative designs shall be low-cost, simple to install, and pop-up in nature.
  • Question: Is there a formal brand guidelines document that you will provide to the vendor?  If not, should the agency adhere to the visual language used in the supplied Three-Year Action Plan document, or is there is latitude to create a look and feel that does have fidelity to the brand but moves in a slightly different direction?
    • Answer: The selected vendor will be provided the Vision Zero brand. However, there may be latitude to create a look and feel that represents the spirit of the brand, while moving in a slightly different direction.
  • Question: Beyond messaging, do you expect the vendor to write all of the copy involved for signage and collateral, or will this be provided?
    • Answer: For Task 1, the selected vendor shall be responsible for developing copy with the input of the City.
  • Question: From your perspective, what would make the characteristics of a successful vendor?
    • Answer: A successful vendor has attention to detail, strong listening skills, ability to meet deadlines, and maintain strong communication throughout the process.
  • Question: Is there an additional budget for photography?
    • Answer: No, proposals shall not exceed $32,000.
  • Question: Will members of the community be available to be the subjects of photos or will actors/models need to be provided?
    • Answer: After the direction of Task 2 is approved by the project team, selected vendor may be required either recruit community members or hire actors/models.

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